Multiplexes in India: Building castles in a low-income market of uneven geographies
Images (Poland), ISSN: 1731-450X, Vol: 32, Issue: 41, Page: 165-180
2022
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Article Description
Gopalkrishnan Sreeram, Multiplexes in India: Building Castles in a Low-income Market of Uneven Geographies. "Images"vol. XXXII, no. 41. Poznan 2022. Adam Mickiewicz University Press. Pp. 165-180. ISSN 1731-450X. DOI 10.14746/i.2022.41.10. The Indian film industry produces the highest number of movies in the world, in various languages, and casts a large shadow of influence on the socio-cultural landscape of the country. However, in terms of box-office value as a share of the total entertainment pie in India, films are a minor segment in a market with vast potential. The pandemic of 2022 drastically changed the fragile dynamics of the already-struggling film distribution and screening sector. Over the years, the Indian film business has staked its future on a business model forged around the "Mall-Multiplex"complex in a country that is mostly low-income or bottom of the pyramid (BoP). This exploratory article, with the help of existing data on theatre screen seats and high-potential population geographies, endeavours to understand India's existing film entertainment business and sets out to spot the opportunities available for the low-priced film business as a value proposition..
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